The Digital and consumer lead is a senior leadership role responsible for setting and executing the digital and consumer engagement agenda internationally, serving as a key advisor to senior leadership and driving competitive advantage for the AA brands.

Responsible for designing and leading the strategy for consumer engagement through digital channels/platforms, including potential CRM, DTC and B2B2C digital initiatives. Lead the strategy to define and implement a unique and superior digital consumer experience (multichannel), generating data and insights and constantly raising the bar to enable growth acceleration through acquisition, engagement and retention of different stakeholders (DTC, B2B2C), where and when they are most receptive

This role will lead the development, execution and roll-out of the AA brands customer digital campaigns and assets, and supporting brand and portfolio leads in the maximization of their consumer strategies, ensuring that they are industry leading in both creative content and impactful delivery.

They will be responsible for developing the consumer digital ecosystem and CRM strategy supporting our B2B2C initiatives and support the elevation of AA as a partner of choice for customers working closely with International Brands leads, Customer Experience team, Comms team, Area leads and countries.

Reporting to: Vice President of International Brand Marketing. One direct report: Consumer lead

Lead the design and execution of our consumer strategy across AA International

• Create vision for DTC strategies and plans for International markets, prioritizing investment by ROI and growth opportunities. Collaborate and advise on budget allocation based on proven media channels and leverage proven best practices from established markets, including engaging and aligning with the IALT Leadership team

• Scale-up the digital consumer engagement in selected markets aligned with country and respective brand strategies. Supporting co-creation of digital assets and ensuring tactics implementation.

• Advise and educate senior leadership and key stakeholders on digital best practices and emerging trends

• Collaborate with the US and China to leverage best practices, solutions acros to International markets

• Define, implement and roll-out new tools to engage and educate consumers in selected markets. Management of International media agencies.

• Be an international knowledge leader for consumer acquisition across the Allergan aesthetics portfolio, keeping up to date on key marketing trends, market developments, market regulations, market research (proprietary & secondary) and making recommendations on how to evolve campaigns

Execute the digital footprint of the AA Brands and signature portfolio strategy with customers

• Partner with Customer Experience team to set the vision and drive capabilities to enhance digital customer engagement, enhance our brand and portfolio visibility and our Partner of Choice strategy

• Collaborate with and influence marketing, communications, MLOR and other functions to fuel the creation of compelling content and resources that deliver customer value
• Lead the development, execution and roll-out of the facial brands digital campaigns and assets.

• Connect consumer strategy with customer engagement, ensuring opportunities for B2B2C are optimized where possible

• Collaborate with PR/Comms on messaging consistency, but not draft or own external comms, press materials, or manage media relations

• Support portfolio initiatives such as congresses, to amplify reach and digital engagement

 Foster a culture of Innovation & data

• Support Social listening projects to gather insights & spot new trends, in collaboration with the Market analytics and Business Insights team

• Champion and pilot the use of new technologies such as AI and advance our innovation mindset

• Generate frameworks to support decision making and ROI impact

• Collaborate with Commercial Analytics to develop and install metrics frameworks to drive depth of customer engagement, track success and measure business impact that would inform channel mix optimisation decisions

• Support new go-to-market models in the digital space